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Wednesday, 28 September 2016

Google’s latest algorithm update is a change to local search, with
seemingly positive results for local businesses and for users. The
update has put a lot more emphasis on the user’s location, which means
users are getting more accurate results. Google’s filters for local
search and organic search are evolving and part of this change means the
two filters are now working more independently from one another.

Let’s break down and analyze Google’s latest update as it stands now:

Possum Update

Location and affiliation

Google is now filtering based on address and affiliation. For
businesses that fall outside city limits, ranking for keywords that
included that city name was difficult. Since Possum, these businesses
have seen a huge spike in rankings.

The location of the user

If you’re searching from a different physical location other than
that of the business, you’re likely going to encounter a completely
different result. As a general rule of Possum: the further the distance,
the lower the ranking. This is unsurprising as many local businesses
are looking to optimize for “near me” searches, which doubled from 2014
to 2015

Variations in keywords matter

Slight variations between keywords are having a significant effect
on results. Abbreviations and changes in phrase, for example, can alter
SERPs, indicating Google is getting smarter and more specific.

Separation between local and organic search

Local and organic search are drifting apart with the latest update.
For example, in the past if the URL you were linking to in your GMB
listing was filtered organically, it would have had a negative impact.
Since the update, this no longer seems to be the case.

Many local businesses will likely see positive results from this,
while businesses without a local market might face some competition for
rankings.

Google has a history of algorithm updates and refreshes, and
nothing is set in stone. However, we’ll definitely be seeing some
changes in the 3-pack.

The update, which took place on September 1st, hasn’t fully
stabilized yet, which would indicate Google is still running tests.
Until the dust completely settles, we won’t know the extent to which
Possum will impact rankings and the nature of search. However, for many
business owners, the results have been positive.

Google’s latest algorithm update is a change to local search, with seemingly positive results for local businesses and
for users. The update has put a lot more emphasis on the user’s
location, which means users are getting more accurate results. Google’s
filters for local search and organic search are evolving and part of
this change means the two filters are now working more independently
from one another.